E-commerce companies struggle with branding

 

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E-commerce, the conventional wisdom goes, is all about branding. Get consumers to know your company's name, and the money will pile up. But, as shown by a recent survey of consumer habits by Harris Interactive, it isn't quite that easy. "Brand building is in its nascent stages. There's a long way to go before anybody feels successful in this area." - eBay spokesman Kevin Pursglove

Net consumers oblivious to most brands Harris Interactive poll reveals tepid brand recognition for most online companies. Consumer Reports' brand builds Net subscriptions The longtime trusted source of consumer information has much to learn from established Web strategy, critics say. Online computer resellers face tough times Thin margins and heavy competition are taking a toll on Cyberian Outpost, Egghead, and Onsale. As stock prices droop, analysts predict consolidation in the industry.